17 Copywriting Do's and Don'ts: How To Write Persuasive Content

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You studied several copywriting books.

And read blog post after blog post about writing.

But writing your own web copy?

It’s a struggle.

You know the grammar is fine.

But the copy sounds bland. Perhaps even a little too salesy.

You read, and re-read your copy. You can’t quite put your finger on it. What’s wrong? How can you improve it? And persuade more people to buy?

Today I’ve assembled 17 examples of yucky copy. And I tell you exactly what’s wrong, and how to improve it.

Enjoy

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17 Copywriting Do's and Don'ts: How To Write Persuasive Content

  1. Written & illustrated by: Henneke Duistermaat As seen on:
  2. Avoid filler phrases like excellent customer service
  3. Avoid filler phrases like excellent customer service.
  4. Yuck: Our product is supported by excellent customer service.
  5. Yuck: Our product is supported by excellent customer service. More persuasive: Any questions? Call our team on 0123 456 789. We’ll pick up the phone within 3 rings. That’s a promise.
  6. Avoid superlatives
  7. Avoid superlatives
  8. Bllerrgh: The best accounting software.
  9. Bllerrgh: The best accounting software. More persuasive: 1,790,000 small businesses use our accounting software.
  10. Use sensory words
  11. Use sensory words
  12. Icky: Our doors are solid.
  13. Icky: Our doors are solid. More persuasive: Our doors are kick-proof. Or: Even the hulk can’t break our doors with a sledgehammer.
  14. Focus on benefits
  15. Focus on benefits
  16. I design high-converting websites.
  17. I design high-converting websites. So you can turn more web visitors into leads.
  18. Mention problems
  19. Mention problems
  20. We minimize server downtime.
  21. We minimize server downtime. So you avoid frustrations, and keep your team happy.
  22. Overcome objections
  23. Overcome objections
  24. Are your products pricey?
  25. Are your products pricey? Explain the value you provide: Our floors remain squeak-and- creak-free for longer, because they’re made of solid hardwood.
  26. Focus on your reader
  27. Focus on your reader
  28. Ugh: I’ll send you my report with copywriting tips.
  29. Ugh: I’ll send you my report with copywriting tips. More persuasive: Get your free report. And learn how to write persuasive content.
  30. Don’t use exclamation marks
  31. Don’t use exclamation marks
  32. Ask questions instead
  33. Ask questions instead
  34. Blah: We listen to what you want.
  35. Blah: We listen to what you want. More persuasive: Would you like a modern wetroom with the latest gadgets? Or an opulent bathroom in Georgian style? We help you create the bathroom of your dreams.
  36. Avoid the passive voice
  37. Waaaaah: You’re so much loved by me.
  38. Waaaaah: You’re so much loved by me. More persuasive: I love you.
  39. Never address your reader as part of a crowd
  40. Never address your reader as part of a crowd
  41. Ouch: To those of you who were inconvenienced, I apologize sincerely.
  42. Ouch: To those of you who were inconvenienced, I apologize sincerely. More persuasive: I apologize if our downtime created problems for you.
  43. Avoid gobbledygook
  44. Avoid gobbledygook
  45. Yikes: Our market-leading products alleviate the stress of payroll management.
  46. Yikes: Our market-leading products alleviate the stress of payroll management. More persuasive: Our services take the pain out of payroll management.
  47. Use specific examples
  48. Use specific examples
  49. Wishy-washy: We dye your hair in any color.
  50. Wishy-washy: We dye your hair in any color. More persuasive: Lavender purple or shocking pink? We dye your hair in any color you like.
  51. Tell mini-stories
  52. Tell mini-stories
  53. Duh: We use silky smooth textiles.
  54. Duh: We use silky smooth textiles. More persuasive: We scoured the world to look for the softest textiles. In 1999, we discovered a small mill in Italy producing delicate satin … etc.
  55. Avoid multiple adjectives before nouns
  56. Avoid multiple adjectives before nouns
  57. Eh: Our beautiful, soft, vibrant linen …
  58. Eh: Our beautiful, soft, vibrant linen … More persuasive: Our vibrant linen …
  59. Don’t publish sugary testimonials
  60. Don’t publish sugary testimonials
  61. Really??? Henneke is the most wonderful copywriter.
  62. Really??? Henneke is the most wonderful copywriter. More persuasive: Henneke’s web copy appeals to our ideal customers, and helps us to increase sales.
  63. Make your call-to-action bossy
  64. Make your call-to-action bossy
  65. Tut-tut: If you’d like to receive our free report, add your email address and click download.
  66. Tut-tut: If you’d like to receive our free report, add your email address and click download. More persuasive: Get our free report now
  67. Looking for more writing tips? So you can win more clients? ©2014byHennekeDuistermaat
  68. Get your FREE Snackable Writing Course for Busy People ©2014byHennekeDuistermaat
  69. Get your FREE Snackable Writing Course for Busy People ©2014byHennekeDuistermaat Click here

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